Bagong SibolPDF

8/20/2019 Bagong SibolPDF

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BAGONG SIBOL:

A Youth-Centered Propaganda-Oriented Movemen t

In Support of the 2016 Presidential Campaign

Of JojoBinay

“ Strategy without tactics is the slowest route to

victory. Tactics without strategy is the noise before defeat.”

-- Sun Tzu, “Art of War”

MARKET SEGMENTATION AS A CAMPAIGN STRATEGY

Market segm entation is a marketing strategy that involvesdividing a broad target market (e.g., electorate) into subsets ofsectors, income classes, ethno-linguistic regions, age-bracketsor any other attribute-based groupings who have, or areperceived to have, common needs, interests, and priorities, andthen designing and implementing strategies to target them.

Market segmentation strategies are generally used toidentify and further define the target customers, and providesupporting data for marketing plan elements such asmessaging and positioning to achieve certain marketing planobjectives.

The most common forms of market segmentationpractices are as follows:

a)

Geographic Segmentation

Marketers can segment according to geographiccriteria - regions, provinces, cities, towns, countries,cities, neighborhoods, or postal codes.

b) Demographic Segmentation

Segmentation according to demography is based onvariables such as age, gender, occupation and educationlevel. Demographic segmentation divides markets into

http://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Marketing_strategy


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different life stage groups and allows for messages to betailored accordingly.

c)Psychographic Segmentation

Psychographic segmentation, which is sometimescalled lifestyle, is measured by studying the activities,interests, and opinions (AIOs) of customers.Psychographic is highly important to segmentation,because it identifies the personal activities and targetedlifestyle the target subject endures, or the image they areattempting to project.

SAMPLE STUDIES ON THE FILIPINO VOTER

In marketing parlance, as applied to electoral campaigns,geography shows “where” your voter is; demographicsidentify“who” your target voter is; while psychographics explain“ how ” and “why” is he voting.

To establish a demographic profile of the Filipino voter,Ericta and Varona used data from the national census and theComelec and noted in their 2001 study that the typical Filipinovoter was male, legally married, had completed primary orsecondary school, and had come from a five-member

household living in a separate dwelling.

Another study conducted by the Institute for Political andElectoral Reforms (IPER) conducted in 1995 and updated in2003, showed that voters were increasingly young, poor,female Roman Catholic, and did not have tertiary education.

The IPER study also claimed to go beyond demographicdata into “psychographic” data: The report showed factors thatshaped the choice of who to vote for (which included benefitsthat could be obtained by a voter from a candidate, political

machinery, popularity, and endorsement by a traditionalorganization).


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THE LUCENA-LINGAYEN CORRIDOR

Merging geographic and demographic data, AntonioGatmaitan (political strategist for Danding Cojuango’s failed

1992 presidential bid) introduced in 2003 the concept ofLingayen-Lucena corridor (LLC) where national elections areclaimed to be won. LLC is the part of Luzon between Lingayen(in Pangasinan) to Lucena (in Quezon), comprising the provinceof Pangasinan, and the regions of Central Luzon, Metro Manilaand CALABARZON. The corridor comprises about 40% of thevote in the entire Philippines.

Province/Region 2010 voters Percent

CALABARZON 6,736,126 13.28%

Central Luzon 5,648,686 11.14%

Metro Manila (National CapitalRegion)

6,137,728 12.10%

Pangasinan (part of Region I) 1,621,959 3.20%

Lingayen-Lucena corridor 20,144,499 39.71%

Philippines 50,723,733 100%

LLC is described as the most urbanized. This is where thehigh concentration of television and radio makes advertising inthose mediums to be critical in winning votes

Aside from being easily reached by candidates either viatelevision or radio, it also has the highest number of internetconnections, is the primary market of national dailies, and is thewealthiest area in the country.The corridor has been used as asample in opinion polls to gauge how candidates are faring.The

voters in the corridor, which has been described as the so-called "market vote."

(Later in in 2004, Gatmaitan added to the Corridor denselypopulated cities such as Naga, Legazpi, Cebu City, Bacolod, Iloilo City, Davao City, Cagayan de Oro and Zamboanga City, which together with the LLC, comprise almost 52% of thevoters.)

http://en.wikipedia.org/wiki/CALABARZONhttp://en.wikipedia.org/wiki/Central_Luzonhttp://en.wikipedia.org/wiki/Metro_Manilahttp://en.wikipedia.org/wiki/Pangasinanhttp://en.wikipedia.org/wiki/Ilocos_Regionhttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Naga,_Camarines_Surhttp://en.wikipedia.org/wiki/Legazpi,_Albayhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Bacolodhttp://en.wikipedia.org/wiki/Iloilo_Cityhttp://en.wikipedia.org/wiki/Davao_Cityhttp://en.wikipedia.org/wiki/Cagayan_de_Orohttp://en.wikipedia.org/wiki/Zamboanga_Cityhttp://en.wikipedia.org/wiki/Zamboanga_Cityhttp://en.wikipedia.org/wiki/Cagayan_de_Orohttp://en.wikipedia.org/wiki/Davao_Cityhttp://en.wikipedia.org/wiki/Iloilo_Cityhttp://en.wikipedia.org/wiki/Bacolodhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Legazpi,_Albayhttp://en.wikipedia.org/wiki/Naga,_Camarines_Surhttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Ilocos_Regionhttp://en.wikipedia.org/wiki/Pangasinanhttp://en.wikipedia.org/wiki/Metro_Manilahttp://en.wikipedia.org/wiki/Central_Luzonhttp://en.wikipedia.org/wiki/CALABARZON


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“YOUTH VOTE”

In the same way that the IPER studies stated that theFilipino voters were becoming increasingly young, this

conclusion has been officially validated by the Comelec asroughly half of the 50 million registered voters in the countryare 18 to 33 years old. (It is estimated that of the 7 million voterswithin the college age bracket of 18 to 24, only about 2 million,or a third of it, are enrolled in college.)

The idea of a “youth vote” has always been a concept thatis intriguing yet uncertain. Its premise has not been proven inthat in that it cannot be likened to a voting bloc like the Iglesia ni

Kristo. It is instead compared to the women’s vote, wherevoters’ shared interests do not necessarily translate intoshared candidates.

In the article “Mock polls mock the idea of a youth vote” ,Rappler reporters showed that, according to the results ofmock polls conducted at three leading colleges – the Universityof the Philippines (UP), the University of Santo Tomas (UST) andthe University of Asia and the Pacific (UA&P) – it appears likethe youth in schools have common interests and ideals, butcertainly no common candidates.

In “Educated youth still vote based on personalities,” GMANews reported that according to the "Pinoy Youth Barometer"poll conducted in March 2013 by the Asian Institute ofManagement (AIM) Policy Center, only 2.17 percent of 2,000respondents voted based on the candidates' platform. Incontrast, a 90 percent majority chose candidates based onpersonalities, last names and their television advertisements.

(However, despite the survey's large sample size, it isconceded that it cannot be nationally representative since theout-of-school youth were not part of the poll).

Pulse Asia President Ronald Holmes doubts the idea of a“youth vote.” In fact, he notes that the Philippines cannot beconsidered to have an “electorate,” a part of the population thatshares similar attributes and position on issues.“My sense isthat it is not certain, and you do not have a large group of

individuals who may be in school or out of school who (are)articulating such issues so that the candidates can respond tothem,” says Holmes.


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TOWARDS A NEW CAMPAIGN MODEL

Guided by past studies on the behavior and profile of theFilipino voter, while recognizing the need to focus time and

other valuable resources on such tested “battlegrounds” as theLingayen-Lucena Corridor and the potentially rich yet relativelyuntapped “Youth Vote”, a new business model and campaigntechnique must be launched and sustained incorporating the

foregoing considerations and based on the following “matrix” ofinformation from demography and pyschography:

(a) The Filipino voter is almost equally a male and female,poor, Roman Catholic, legally married and belonging to

a family of five;

(b) He is predominantly young (with official data showingthat half of the electorate belongs to the 18-33 agebracket);

(c) A sizable portion of the electorate (about 40%) livesand votes within the Lingayen-Lucena Corridor. The

Corrdidor, being the most urbanized part of thePhilippines, has the most number of televisions, radios,newspaper circulations, internet connections andcellular phone concentration.

(d) The Corridor (being the most densely populated area),and the Youth (being the biggest sector within theelectorate), are fertile grounds of message placement

and positioning, alliance networking, and electoralcampaigning, in general.

(e) The youth, even those in the schools, can still beswayed by personality-based politics and theonslaught of media advertisements.

(f) Online media sites like Facebook and Twitter can bepotent tools for electoral campaign, and are mostly

frequented by the youth. (Statistics show that 1/3 of theFilipinos have access to Internet, and 90% of them areinto Facebook.)


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BAGONG SIBOL: CONCEPT OF OPERATION

As the vehicle for the proposed new campaign model andtechnique, BagongSibol is envisioned to be a new movement of

the youth in support of the 2016 presidential bid of Hon.Jejomar Binay. It can be the nucleus of what Pulse Asia’sHolmes intimated to be a “large group… articulating suchissues so that the candidates [and the general public’ canrespond.”

BagongSibol will be engaged in the following general linesof work:

(a) Production and/or distribution of standard andcustomized propaganda materials within the targetedsector (Youth) in the specified areas (the Lingayen-Lucena Corridor);

(b) Alliance networking with, and data mining fromdifferent youth organizations and key individuals in theCorridor;

(c) Championing of issues of vital interest to the youth andHon. Binay in the various fora and media.

As anchor events and key programs of the Project, thedifferent units and networks established (and to be established)shall focus on the following:

(a) Biometric Registration for the youth

(b) Voter’s education

(c) Depensang Bayan para kay Binay (an aggressivecounter-offensive propaganda line to be led by theyouth to mitigate and/or manage the damages and fall-

outs caused by the ongoing smear campaign anddemolition job)


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(d) Opensang Kabataan (a propaganda line focused onconscientization of the youth towards preferring Hon.Binay, and mobilizing talking heads to vigorouslycampaign for Binay)

(e) Mga Tunay na Usaping Bayan or B.I.N.A.Y. [BasicIssues and National Agenda of the Youth] (a provisionof venue for articulation and crystallization of issues ofvital interest to the youth and Hon. Binay, includingoutlining of a youth-endorsed platform of government)

WORK PLAN

BagongSibol shall implement targeted and sustainedpropaganda work (with alliance networking and data collectionefforts) following a general work plan that will revolve aroundthe implementation and enhancement of the five (5) integrativeanchor programs (listed above) to be delivered by the differentunits, thus:

(1) The Propaganda Unit to be headed by a Unit Leader

shall have the following members with their corresponding job descriptions:

(a) Researchers and writers (at least two [2])(b) Consultant and Coordinator for Media Affairs andActivities (d) Artists (e.g. for webhosting, graphics lay out, andcartoons etc) [at least 2](e) Performing artists [on a need-basis] (e.g.,

singers, dancers)(f)Speakers and spokespersons at least 2)

(2) The Alliance Building and Data Collection Unit to be

headed by a Unit Leader shall have the following members

with their corresponding job descriptions:

(a) Coordinator for Public Relations and Events(b) IT and Information Management System Officerb) Data Encoders (at least 2)(c) Area coordinators (varying number, time-bound,

job order type)


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Together, the Units will conceptualize and executeactivities in furtherance of its over-all objective ofsupporting the main effort to help Hon. JojoBinay win thepresidential campaign in 2016, thus:

1. For the Propaganda Unit:

(a) Monitor issues and trending topics on print,broadcast and social media.(b) Collate information relevant to the fields ofinterest of the principal, the general public, and themovement.( c) Set-up production templates (theme, target

audience and predicted impact)(d) Produce and reproduce products such as:

• News articles

• Press statements

• Blogs

• Flyers and leaflets

• Online banners

• Viral clips

•

Audio visual presentation

• Online petitions

• Chain e-letters

• Text messages

• Public brief

• Other online media contents

(c) Conduct special info operations:

i. Social Media activities

• Participate/engage in online forums and

comment threads

• Use Facebook, website maintenance,

blogging and other online activities

• Engage in Tweets, Instagram, and Viber

public chat• Upload viral clips and online banners


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ii. Contact-building and liaisoning with key

mainstream media practitioners (including

provision of materials to opinion makers,

columnists, radio commentators and

investigative media people)

iii. Text blasting (subject to provision of

equipment)

iv. Leafleting

v. Informal caucus/small group discussions

(d) Issue-championing in mass media and differentpublic fora, including a series of mass infocampaigns on Depensang Bayan,OpensangKabataan, and B.I.N.A.Y.

2. For the Alliance Networking and Data CollectionUnit:

(a) Mapping and profiling of different areas in theCorridor and prioritization and strategizing ofalliance building anddata collection efforts

(b) Conduct of “No bio, No boto” campaigns amongthe youth, and voter’s education info campaigns;

(c) Recruitment and consolidation of allied youthorganizations and key individuals within the Corridor

(d) Staging of targeted gimmicks and “servicedeliveries” in identified areas

To provide the budgetary and other logistical andtechnical requirements of the Project and the different unitsand personnel, a Chief Administrative Officer will be hired to beassisted by subordinates handling: (a) logistics, supplies,payroll and reimbursements, and (c) internal audit,documentation, ground monitoring and data validation.

The general direction of the project, as well as the over-all

supervision of personnel and activities, shall be theresponsibility of the Project Director to be assisted by a team ofmanagement consultants


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WORK SCHEDULE

1. 01 to 15 June 2015:

Setting up and provisioning of the Project Office Strategic planning and direction-setting

Recruitment and orientation of personnel

Creation production templates and reporting forms

Mapping of activities and initial performance

targeting

2. 16 June to 15 October 2015 (1st 4 months)

Creation and maintenance of online media channels

(website, Facebook, Twitter, Instagram, and

Youtube)

Profiling and contact building with different youth

organizations and key individuals within the

Lingayen-LucenaCoridor

Collection and validation of data from the Corridor

thru deployment of local data miners, monitored by

the Chief Collector, and assisted on a need-basis by

the PR and Events coordinator

Championing of key issues in different fora and

various media, including such venues as the courts

and administrative agencies

Staging of gimmicks and “service deliveries” in

strategic areas within the Corridor

Assessment of the first phase of operations

3. 16 October to 30 December 2015

Open and direct campaigning in all media and fora

for the Binay presidency

Continuation and intensification of activities with the

Corridor

Alliance networking and data collection in other key

cities outside the Corridor: Naga, Legazpi, CebuCity, Bacolod, Iloilo City, Davao City, Cagayan de Oro

and Zamboanga City.

http://en.wikipedia.org/wiki/Naga,_Camarines_Surhttp://en.wikipedia.org/wiki/Legazpi,_Albayhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Bacolodhttp://en.wikipedia.org/wiki/Iloilo_Cityhttp://en.wikipedia.org/wiki/Davao_Cityhttp://en.wikipedia.org/wiki/Cagayan_de_Orohttp://en.wikipedia.org/wiki/Zamboanga_Cityhttp://en.wikipedia.org/wiki/Zamboanga_Cityhttp://en.wikipedia.org/wiki/Cagayan_de_Orohttp://en.wikipedia.org/wiki/Davao_Cityhttp://en.wikipedia.org/wiki/Iloilo_Cityhttp://en.wikipedia.org/wiki/Bacolodhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Cebu_Cityhttp://en.wikipedia.org/wiki/Legazpi,_Albayhttp://en.wikipedia.org/wiki/Naga,_Camarines_Sur


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Conduct of gimmicks and “service deliveries” in

other key cities (listed above)

4. 1 January to 9 May 2016

Intensified campaign for Pres. Binay

Conduct of special ops in other areas and sectors

not previously covered

Consolidation of key youth orgs and groups as

endorsers, campaigners and volunteers

Linking up and “technology transferring” with the

main campaigns (with possible turn over of warm

bodies and know-hows for vote generation,conversion and protection)


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ORGANIZATIONAL STRUCTURE

BUDGET

(For discussion with the management team)

Initial budget for the set up of the office (rental deposit and

advance, capital outlay, utilities, supplies)

Payroll, operating expenses, supplies and contingency

fund

Project Director

Propaganda Unit Leader

Consultant and Coordinator forMedia

Consultant and Coordinator forOnline and Non-Traditional

Media

Speakers and spokespersons

Researchers and Researchersand writers

Artists (e.g. for graphics, lay out,webhosting, cartoons etc

Performing artists [on a need-basis] (e.g., singers, dancers)

Alliance Work & Data CollectionUnit Leader

IT and IMS Officer

Local Coordinators

Encoders

PR and Events Officer

AdministrativeOfficer

1. Logistics, Supplies,and Payroll

2. Internal Audit &

monitoring andDocumentation

Documents

Bagong SibolPDF